Gartner for Marketers Research

Insight Report November 8, 2019

Food Global: Striking a Balance With Recipe Content Strategy

Most food brands in the U.S., U.K. and Germany consider recipes as tablestakes for their content strategies but consumer trends and the degree of value added varies by brand and geographic context. Opportunities exist for brands to optimize recipe content to drive the most value from these pages on site. Furthermore, brands are exploring third party partnerships with recipe editorial hubs, retailers and social media influencers to fill gaps in digital content strategies and scale reach. As explored in Gartner’s Digital IQ Index: Food US 2019, Food UK 2019 and Food Germany 2019, this report addresses the role of recipe content across the three countries.